Direct Line joined forces with Channel 4 to underline their message that insurance doesn't have to be over complicated.
By leveraging the Channel 4 talent base, and working alongside Mediacom and The Outfit, the team delivered a campaign that was designed to reinforce Direct Line's "Refreshingly Straightforward" positioning.
So what was the big idea? By creating vignettes of talent imparting invaluable advice, the advertiser could get even closer to consumers with this editorial-style content.
Spots were placed in genre-related airtime and presented by faces that appealed to their specific target.
The campaign followed through to the Direct Line Advice Hub offering straightforward and useful advice brought to you by Direct Line. The hub provided more advice kits, more video and further opportunities to engage with content.
This is a great site with a whole host of other tips that might come in useful in lots of different scenarios.
If you want to find out more, get in touch with Danny Peace.
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